Director, Marketing Analytics

Analytics & CRM| Atlanta, Georgia, United States


TITLE: Director, Marketing Analytics

DEPARTMENT: Analytics



OVERVIEW

22squared is seeking a data-driven Analytics Director to lead strategic business planning, marketing campaign success and stewardship for a measurement-driven financial services client. Candidates should possess strong team supervision and development skills, demonstrate proven success in integrated account growth opportunities, and deep experience managing digital-centric integrated campaigns against conversion goals. The Analytics Director manages client projects including campaign performance, projections, media pacing and other analyses to increase client profitability.  The role communicates regularly with the VP Analytics and Account Director on general account health, resource requirements and business opportunities.

RESPONSIBILITIES

  •    Work collaboratively with teams across departments (primarily account management, media, technology and creative), and with vendors, to execute timely structured reporting, analysis and delivery of actionable insights and recommendations to measure and optimize omni-channel marketing campaigns.
  •    Understand client challenges and business objectives and lead the development and activation of measurement strategy/plans with a focus on understanding the consumer journey and the path to conversion.
  •    Responsible for leading Analyst(s), internal 22 team members, and clients to measure and analyze performance of websites and media using a variety of methodologies and approaches.
  •    Use various digital analytics data sets to tell a story about user experience and customer journey by providing insights into visitor behavior and engagement.
  •    Responsible for presenting measurement concepts, campaign results etc. to executive-level clients.
  •    Work with Ad Operations and Tagging teams to ensure all campaigns and marketing initiatives have comprehensive tagging instructions and documentation.
  •    Work with Account Management to identify opportunities to incorporate analytics as part of core services provided to clients.
  •    Identify opportunities to enhance the use of marketing technology platforms for both analysis and marketing activation.
  •    Directs the analysis of campaign performance as well as conducting competitive analysis and research on best practices and market trends.
  •       Provide support for the marketing campaign test and measurement design, promotional tracking, and post campaign analysis, business insights, and recommended actions across all marketing channels both online and offline.
  •       Monitor external services and studies to update teams on new strategies, tools and methodologies for usability and analytics tracking or reporting.
  •       Leads the direction of weekly and monthly reporting and analysis on social media analytics, including spend actualization and dashboard / database validation, visualizations, insights creation and client presentations.
  •       Support ad hoc work and long-term project work: annual plans, quarterly business reporting and insights, user level analyses, etc.
  •    May also assist with attribution and marketing mix modeling vendors to validate insights and provide recommendations on how to best activate recommendations to optimize marketing performance.

Team Management:

  •    Creates a positive work environment and foster a team approach and collaborates with other Analytics Directors on the team’s growth and strategy.
  •    Mentor and manage a team of analysts to ensure they are given the support and guidance needed to be successful.
  •    Responsible for setting performance expectations and aligning training needs to grow and develop direct reports
  •    Ensures direct reports have clear and actionable development plans.
  •    Identify training opportunities for the team with other Analytics Directors.

General:

  •    Responsible for working with Data Management and technology teams to identify and activate advanced analytics projects.
  •    Development of best practices of analytics principles across 22squared.
  •    Participate in new business opportunities as needed.
  •    Act as practice leader to identify and apply future trends within digital, media and business measurement.

QUALIFICATIONS

Mandatory:

  •       Bachelor’s Degree in Statistics, Decision Sciences, Marketing, Economics or related field (Engineering, Mathematics)
  •       10+ years of relevant experience
  •       5+ Experience with marketing technology stack, specifically Analytics products including Web Analytics and Tag management
  •       3+ years social media listening experience
  •       Experience working at a digital agency or in a digital-focused role
  •       Experience working directly with clients to lead measurement and analysis strategy.
  •       Experience measuring omni-channel or multi-channel campaigns.
  •       Experience with business intelligence and visualization platforms such as Tableau.
  •       Experience in extracting insights from large databases, translating market research into actionable solutions and presenting findings and recommendations to clients.
  •       Demonstrated ability to analyze and synthesize data
  •       Exceptional time management skills
  •       High intellectual curiosity and creativity
  •       Self-directed and self-motivated
  •       Exceptional communications skills, both oral and written
  •       Ability to manage multiple priorities at once and shift priorities seamlessly
  •       Outstanding organizational skills and attention to detail
  •       Flexibility and adaptability as projects and priorities evolve
  •       Passion for the digital space
  •       Proficiency with MS Office (Word, Excel, PowerPoint)
  •       Positive, eager-to-learn attitude

Nice to Have:

  •       Ability to translate results from advanced statistical procedures such as regression, ANCOVA, cluster analysis, machine learning into meaningful business insights
  •       Experience working with financial clients
  •       Experience working with media technology platforms such as a Data Management Platform (DMP such as BlueKai, Krux (Salesforce)
  •       Experience working with CRM platforms such as Salesforce.
  •       Experience using analytical software packages such as SAS, SQL and R for analytical applications
  •       Strong qualitative research experience
  •       Experience working with multi-touch attribution and marketing mix modeling vendors (I.e. Visual IQ, Marketing Evolution, Marketshare)